It's normal in Europe. I've never paid the sticker price for a car.
And that's before any kind of negotiation (unless you count asking nicely as negotiation). And I mean anything. I've done it in many places. Is there anywhere where that does not work?
Your local Apple Store in the USA.
You can try asking the next time you buy something big. The worst that can happen is them saying no, if you really asked nicely.
PS: I dented a rental car and got a huge bill. I called them up and basically said 'discount please?' They gave me a 20% discount, and that was without any kind of arguing or confrontational talk, just the question. So it's not just for stores.